The Veggie Burger's New Dream: Be More Like Meat

By

Anne Marie Chaker

January 25, 2012

The veggie burger has a new mantra: Be meatier.

Makers of meat substitutes, such as vegetarian turkey and fake sausages, are working to more closely mimic the taste and texture of the real thing. They're also tinkering with mouth feel, the sensation a food creates when chewed. Their goal is to win over more of the group marketers call "flexitarians"—health-conscious adults, mostly in their 20s and 30s, who share many...